The Power of Brand Storytelling: Standing Out in a Sea of AI Content

Generative AI models have taken the world by storm in 2023 as ChatGPT became the fastest-growing consumer application in history, reaching 100 million monthly active users just two months after its launch.

However, in a business environment where so many companies are using AI language models to create their content, I’m already starting to see repetitive and predictable topics filling up my LinkedIn newsfeed.

On one hand, it’s great to see a spike in content creation as Lexicon is a specialized LinkedIn marketing agency in Bangkok; but on the other hand, the scope of quality for AI-generated work is still limited by the knowledge of the person prompting the computer. Garbage in; garbage out, as the old saying goes.

This is where the power of original brand storytelling comes into play. Every company has a unique story to tell, founded in their origins, their people, their expertise and their mission, vision and values. 

Businesses can harness this unique intellectual property to set them apart from the crowd and build enduring relationships with their target audience by zigging into original high quality storytelling content as everyone else zags into repetitive sludge.

StoryBrand is a powerful marketing framework developed by Donald Miller that emphasizes the importance of guiding customers through their journey towards success. This approach centers on positioning yourself and your brand as a helpful guide: creating content to position your target audience as a Hero and helping them solve their problems. Initially you do this by creating helpful content, but ultimately, your goal is to make these Heroes into your clients.

As a guide, your primary focus should be on providing valuable content that addresses your audience’s needs and challenges. Share insights, tips, and knowledge that position you as an authority in your industry. Utilize thought leadership content, case studies, and success stories to showcase your expertise and build trust with your connections.

Let’s take a look at some of the options you have for telling your story:

Connecting on a Human Level

As the robots take over the world, show that you are still human by highlighting your people. This can be as simple as posting pictures of your team having fun together or meeting clients. You can also make video productions showcasing your company culture or giving insight to potential customers or employees into life behind the scenes at your company.

While AI-generated content might tick the boxes of relevancy and coherence, it lacks the authenticity and emotional resonance that come with genuine storytelling. By showcasing your company’s culture in action and revealing the faces behind your brand, you’re fostering a sense of trust and loyalty, turning customers into brand advocates who passionately support and endorse the business. We know a good podcast studio in Bangkok, too.

Employee advocacy on LinkedIn is another great way to showcase your company and its people. If your leadership team is not yet active with executive branding on LinkedIn, you are neglecting some serious business development and client service opportunities. There is no more practical and cost effective way to connect and regularly keep in touch with your existing and potential clients than by keeping them updated with the latest goings on in your industry – and positioning you as their helpful guide and thought leader.

Demonstrating Thought Leadership

We’ve already written about the importance of thought leadership a hundred times, so we won’t repeat ourselves here again too much. But check out this, this, this and this if you want to take a deep dive into the topic.

In short though: You are an expert in your field and you need to position yourself as a guide to help your target audience succeed. Focus on providing original knowledge and insight to stand out from the crowd.

Within your organization you have proprietary data on industry trends, you have successful case studies and you have institutional knowledge on best practices in succeeding in your sector. These are things that a computer model – and therefore your competitors – cannot copy.

So why not create a white paper, or a series of blogs like this one? And then go a step further, and bring your stories to life through video content. Generative AI isn’t (yet) able to replicate real people so encourage your leadership team to turn their insights into video content. Podcasts provide a great opportunity to make multiple videos by extracting short, insightful clips from longer conversations. And embrace technology and turn your boring powerpoint slides into a vibrant green screen video production designed to dazzle your target audience.

In the fast-paced and competitive world of business, thought leadership is a prized asset. Videos that highlight a company’s talent density and expertise set them apart as industry leaders. When businesses share unique insights, perspectives, and innovative ideas through original storytelling, they elevate themselves above the noise. Such content establishes credibility and attracts clients and partners who seek to work with the best in the field.


In a business environment where all companies use an AI language model for content creation, the allure of convenience and speed is undeniable. However, this homogenization of content runs the risk of diminishing a company’s ability to stand out and make a lasting impression on its audience.

Embracing original storytelling through creative videos, thought leadership content, case studies, and personal stories empowers businesses with unique intellectual property that sets them apart. Authentic storytelling connects with audiences on a deeper level, fosters trust, and encourages brand loyalty.

By highlighting the human side of the business, companies form emotional connections with their audience, generating a sense of belonging and loyalty. Most importantly, original storytelling becomes a powerful differentiator, allowing businesses to highlight their identity and mission in the market.

And, as ever, get in touch with Lexicon if you need some help telling your story.

About the Author

David Norcross is an award-winning LinkedIn & marketing & Executive Branding expert with over 15 years of experience in the industry and over 20,000 followers on LinkedIn. He’s the founder and CEO of Lexicon as well as the Chairman of the British Chamber of Commerce in Thailand Marketing & Communications Committee.

Lexicon is an award-winning brand storytelling agency focusing on telling impactful stories for clients based in Thailand and South East Asia.


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